Asda Introduces Indian Fashion Line
Wal-Mart’s Asda division in the U.K., identifing a demand
for affordable Indian fashions, has announced it
is rolling out a line under its George label in 21 stores.
Source: Asda Direct website
The chain points to internal research that found 63 percent
of Asda’s ethnic customers were looking for authentic, yet affordable,
fashions. Interestingly, Asda believes the new line will also appeal to
"We are extremely proud to be launching the UK’s first mainstream
range of traditional Asian clothing." said Fiona Lambert, brand director
at George, in a press release. "We have the broadest socio demographic
group of all the supermarkets and we wanted to offer affordable clothing
suitable for all our customers.”
Parent Wal-Mart points to its success selling Bollywood-inspired
clothing in Canada as a sign that the new George line will appeal to Asian
consumers and others, as well.
"We were blown away by the attention brought on by the launch
of our range of South Asian influenced clothing – from industry watchers,
to media, to our ethnic customers. Strong sales aside, the buzz and goodwill
that continues to surround the line has been absolutely remarkable." said
Kevin Groh, corporate affairs director, Wal-Mart Canada.
Will we see Wal-Mart stores or other mainstream fashion retailers introduce
authentic Indian cultural clothing to the U.S. market? Will these items
find a market with non-Asians in much the same manner as food?
fashion hits Britain’s supermarkets – The
at Asda launches the UK’s first ever High St Asian clothing range –
launches Asian clothing in first ethnic fashion line by a High Street brand